Consumers are drowning with information online in their car buying journey. Learn what’s distracting your visitors, how to engage them and proven tactics to keep their attention. Download Storyboard
I had the opportunity to look at a new product that is hitting the automotive business. It is a social media solution for dealers. Yes, I know, just one more solution to look at. This product was developed by Netbiz who is in association with Cargigi. The solution that they have come up with is being used in other industries on Facebook (i.e. photography studios, real estate, computer repair, etc.) and is now transitioning to the automotive industry. As of right now, there are just under a dozen dealers that are signed up.
There are three parts to the automotive solution that Netbiz and Cargigi offer. The first is a posting to Craigslist tool with an incredible reporting tool that makes it unique. With over 49 million unique visitors to Craigslist and it being number 10 in traffic rank in the US, why shouldn’t you be posting your inventory there? The tool will post your inventory at your designated times that you would like to post. (In the part of the reporting, you can see when people are looking at your vehicles the most so you can determine the best time to post.) It has a 7 day rotation where it will post the same vehicle with different templates to make sure that the dealership doesn’t get flagged or blacklisted.
The second part of the solution is posting your inventory to Facebook. The postings are clean and will pull in any video that you may have right on your facebook page. The edge that they have over a Dealerrater solution which a lot of dealers use is that it keeps you on the dealer’s Facebook page vs. taking you to the inventory page on Dealerrater where there are Google ads from your competitors. The customer can share it with their friends on Facebook just like a lot of the other solutions that are out there. The cost of the posting tool with reporting and tracking numbers is $399.00
The last part of the solution is specifically for Facebook. Instead of a potential or existing customer seeing your wall when they get to your page, they will have a landing page within your facebook page. It can be designed in different ways to gain likes from anything to getting a gift card somewhere or donating money for every like to different charities. I really liked the cleanliness of the landing page and the graphics were very well done. It has a call to action as you land there to like your dealership. They also offer a targeted advertising solution where they handle it all for you. They have two packages to choose from for their advertising. You can take advantage of ‘Sponsored Stories’ or normal Ads that are on the right hand side of your facebook page. The ‘Sponsored Stories’ fee is an affordable $200/mo. And the normal advertising package is $800/mo.
Being an analytical guy, I loved the analytics that comes with the program. It is very detailed and will break down your times of days that the cars are being looked at and it is real time. There was only one thing that I didn’t like on the product and that was the landing page for clicking on a car will land you on the Facebook inventory page. I can see a prospective customer clicking on a car from Craigslist and landing on your Facebook inventory detail page. Yes, the customer can see all of the photos, video, and comments on the vehicle, but I can see a potential customer click on your car on Craigslist, get to your Facebook page, and then get A.D.D. and go see what Jared Hamilton or any of their other friends are doing today. You can set up another ‘landing page’ which would be a separate url for that vehicle. The reasoning behind this is for their reporting features.